I often lead with the optimistic, then point out it is much worse. I have had Susan’s past work and other doing similar research. Leading with worse case, nearly always leads to people undercutting the pain and as a result the whole. But, even optimistically the cost driven from inefficiency of search is incredibly large.When people seeing the problem go from understanding there is a problem to realizing their problem is much much worse than that, things usually start getting addressed. Organizations knew they have had problems, but really haven’t been moved enough to consider fixing it. Even with the optimal view presented here, the reality it has brought has been more than enough to get many moving and finally thinking about solutions and hiring people who actually grasp search well enough to deploy search tools that will make a difference.